Brian Foo.
Enhancing the in-store buying journey
deliverables:
Integrated Campaign
Role:
Creative / Product Design Lead
challenge
Shoppers were overwhelmed by Jeanswest’s massive denim range and lacked confidence choosing the right fit. In-store guidance was inconsistent while younger, digital-native customers expected a modern, interactive experience.
Solution
Designed iDenim Match, an in-store iPad app that guides users through a short preference flow and lets them explore jeans via immersive 360° swipeable visuals built from over 54,600 high-res frames stitched together. Delivered a personalised, touch-first product discovery experience that bridges digital and physical retail.
View mode - Gallery
View mode - Grids
UI & Art Direction
The experience uses a bubble-based interaction language to transform denim discovery into a tactile, playful journey. Floating bubbles act as selection nodes for categories, washes, styles, and features, leveraging the iPad’s gestural interactions to reduce cognitive load and make decision-making intuitive.
Hierarchy is created through scale, color, and motion density. Bigger bubbles indicate primary choices while smaller supporting bubbles create visual rhythm and invite curiosity. This transforms what could have been static dropdowns into an emotionally engaging navigation model.
As users progress, the UI narrows into clean, product-forward detail frames using 360° high-res motion imagery. The art direction blends deep indigo gradients, soft lighting effects and minimal UI chrome to create a modern, immersive retail experience that places the product at the centre.
Impact & Outcome
Reduced choice overload, increased engagement, and improved confidence before try-on. Set the foundation for Jeanswest’s digital-in-store strategy and strengthened purchase intent among younger shoppers.
High interaction rates across all iPad stations
360° visuals significantly increased dwell time per product
Customers who used iDenim Match were more likely to proceed to try-on
Younger shoppers viewed the brand as more modern and digitally connected
Awards
FWA Mobile Of The Day (MOTD) Award in October 2011
Bronze, Best Digital Design, 2011 MADC (Melbourne Advertising and Design Club) Award
next work
Gamifying energy awareness
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.
Brian Foo. Making brands shine.
Enhancing the in-store buying journey
deliverables:
Integrated Campaign
Role:
Creative / Product Design Lead
challenge
Shoppers were overwhelmed by Jeanswest’s massive denim range and lacked confidence choosing the right fit. In-store guidance was inconsistent while younger, digital-native customers expected a modern, interactive experience.
Solution
Designed iDenim Match, an in-store iPad app that guides users through a short preference flow and lets them explore jeans via immersive 360° swipeable visuals built from over 54,600 high-res frames stitched together. Delivered a personalised, touch-first product discovery experience that bridges digital and physical retail.
View mode - Gallery
View mode - Grids
UI & Art Direction
The experience uses a bubble-based interaction language to transform denim discovery into a tactile, playful journey. Floating bubbles act as selection nodes for categories, washes, styles, and features, leveraging the iPad’s gestural interactions to reduce cognitive load and make decision-making intuitive.
Hierarchy is created through scale, color, and motion density. Bigger bubbles indicate primary choices while smaller supporting bubbles create visual rhythm and invite curiosity. This transforms what could have been static dropdowns into an emotionally engaging navigation model.
As users progress, the UI narrows into clean, product-forward detail frames using 360° high-res motion imagery. The art direction blends deep indigo gradients, soft lighting effects and minimal UI chrome to create a modern, immersive retail experience that places the product at the centre.
Impact & Outcome
Reduced choice overload, increased engagement, and improved confidence before try-on. Set the foundation for Jeanswest’s digital-in-store strategy and strengthened purchase intent among younger shoppers.
High interaction rates across all iPad stations
360° visuals significantly increased dwell time per product
Customers who used iDenim Match were more likely to proceed to try-on
Younger shoppers viewed the brand as more modern and digitally connected
Awards
FWA Mobile Of The Day (MOTD) Award in October 2011
Bronze, Best Digital Design, 2011 MADC (Melbourne Advertising and Design Club) Award
next work
Gamifying energy awareness
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.
Brian Foo. Making brands shine.
Enhancing the in-store buying journey
deliverables:
Integrated Campaign
Role:
Creative / Product Design Lead
challenge
Shoppers were overwhelmed by Jeanswest’s massive denim range and lacked confidence choosing the right fit. In-store guidance was inconsistent while younger, digital-native customers expected a modern, interactive experience.
Solution
Designed iDenim Match, an in-store iPad app that guides users through a short preference flow and lets them explore jeans via immersive 360° swipeable visuals built from over 54,600 high-res frames stitched together. Delivered a personalised, touch-first product discovery experience that bridges digital and physical retail.
UI & Art Direction
The experience uses a bubble-based interaction language to transform denim discovery into a tactile, playful journey. Floating bubbles act as selection nodes for categories, washes, styles, and features, leveraging the iPad’s gestural interactions to reduce cognitive load and make decision-making intuitive.
Hierarchy is created through scale, color, and motion density. Bigger bubbles indicate primary choices while smaller supporting bubbles create visual rhythm and invite curiosity. This transforms what could have been static dropdowns into an emotionally engaging navigation model.
As users progress, the UI narrows into clean, product-forward detail frames using 360° high-res motion imagery. The art direction blends deep indigo gradients, soft lighting effects and minimal UI chrome to create a modern, immersive retail experience that places the product at the centre.
Impact & Outcome
Reduced choice overload, increased engagement, and improved confidence before try-on. Set the foundation for Jeanswest’s digital-in-store strategy and strengthened purchase intent among younger shoppers.
High interaction rates across all iPad stations
360° visuals significantly increased dwell time per product
Customers who used iDenim Match were more likely to proceed to try-on
Younger shoppers viewed the brand as more modern and digitally connected
Awards
FWA Mobile Of The Day (MOTD) Award in October 2011
Bronze, Best Digital Design, 2011 MADC (Melbourne Advertising and Design Club) Award
next work
Gamifying energy awareness
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.